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Developing a Media Plan : advertising campaign

    Developing a Media Plan

    The media plan is an integral part of the advertising campaign and is developed simultaneously with the creative strategy. The standard media plan has four stages:

    1. Stating objectives like reach or the number of different persons exposed, frequency of times the consumer is exposed to a message, and timing of media assertions over the course of the campaign.
    2. Assessing how a particular message and target audience relates to different types of media by analyzing the research findings provided by the media type.
    3. Implementation of media choices dictated by available budget or media types most likely to deliver the best results. The placement of advertisements along with their size and positioning are based upon data associated with the targeted consumer group.
    4. The media budget is included in the actual advertising budget.

    The Advertising Business and New Media

    A diagram of the ad ladder that shows values from more consumer based to more product based (values, consumer benefit, product benefit, product feature, and attribute).

    Ad Ladder: The key to successful advertising is to sell benefits, not features.

    Advertising is often the only method of communication businesses use to speak to prospective consumers. Advertisements must reflect prevailing ideas by tapping into the social, cultural and moral pressures. Emerging advertising agencies often structure their business model to society’s ever changing ideals. Current technology is forcing advertisers to move away from antiquated structure and practices. The growth of interactivity and open sourcing has placed power in the hands of the consumer, giving them control over what they want to see and when they want to see it.

    Advertising’s value is based upon how often it is viewed, used or shared. If the message is reaching more people, it is achieving the desired results. New media accelerates the process. No longer is a product limited by the scope and time-frame of a conventional advertising campaign. If an advertisement is interesting, entertaining or helpful, the message goes “viral” via social-networking websites and blogs. The once passive consumer has become a part of the process; an active advertising channel who impacts brands and how a product is perceived.

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